New York: July 15, 2015 - Global research consultancy Kantar TNS revealed today the top twenty beverage categories that show the most growth potential among U.S. consumers. The rankings were identified using Growth Point, Kantar TNS’s new proprietary, first-of-its kind directional tool that captures unmet needs of consumers and category momentum in the United States. Growth Point generates its rankings from the Kantar TNS Consumption Universe, which consists of more than 19,000 consumer interviews and covers 250 food and beverage products.

“Our Growth Point rankings highlight a real opportunity for retailers and manufacturers,” says John Essegian, Executive Vice President, Kantar TNS. “Being able to identify consumer needs and where the market trends are heading before spending any research dollars not only increases efficiencies and success, but can also greatly accelerate the innovation process.”

The top twenty beverage categories that show the most growth potential among consumers are:

Ranking

Category

Ranking

Category

1

Juice smoothies – at home

11

Single-serve, 1-cup coffee

2

Juice from home juicer

12

Fruit smoothies - restaurant

3

Bottled water - fortified

13

Breakfast beverages

4

Super fruit juices / blends

14

Drinkable yogurt

5

Orange juice / refrigerated

15

Protein drinks, ready to drink

6

Fruit / vegetable juice blends

16

Bottled iced tea

7

Almond milk

17

Soy milk

8

Ready-to-drink smoothies

18

Chocolate milk

9

Fruit juice – except orange

19

Sports drinks - regular

10

Hot tea – regular

20

Home-brewed decaf coffee

 

“Our rankings indicate the large number of growth opportunities for beverages that are noticeably more natural. Health is important, and the more natural ingredients, the better,” says Essegian. What we’re also seeing in our rankings is the strong growth potential for beverages that can be made at home. Whether juicing oranges, blending vegetables into a home-made smoothie or brewing up a quick, single-serve or decaf coffee, consumers are seeking convenient ways to personalize how they drink. Understanding the benefits that this delivers to consumers and their specific needs in this area — fresh made taste without the messy cleanup — and crafting the right propositions to align with those benefits, will give brands some of the most exciting opportunities in beverages.”

Which beverage categories didn’t make the Growth Point top 20? You can see the full list by visiting our web site at www.tnsgrowthpoint.com

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About Growth Point

Growth Point generates its rankings from Kantar TNS’s Consumption Universe, which consists of more than 19,000 consumer interviews and covers 250 food and beverage products in the United States. The analysis combines the degree of unmet consumer needs with the degree of momentum that each product area has — momentum meaning consumers are moving into that product segment rather than moving out of it. Where there is both unmet needs and positive momentum, you have significant growth potential.

About Kantar TNS

Kantar TNS advises clients on specific growth strategies around new market entry, innovation, brand switching and customer strategies, based on long-established expertise and market-leading solutions. With a presence in over 80 countries, Kantar TNS has more conversations with the world’s consumers than anyone else and understands individual human behaviours and attitudes across every cultural, economic and political region of the world.

Kantar TNS is part of Kantar, the data investment management division of WPP and one of the world's largest insight, information and consultancy groups. Please visit www.tnsglobal.com for more information.

About Kantar

Kantar is the data investment management arm of WPP and one of the world's largest insight, information and consultancy groups. By uniting the diverse talents of its 12 specialist companies, the group is the pre-eminent provider of compelling data and inspirational insights for the global business community. Its 30,000 employees work across 100 countries and across the whole spectrum of research and consultancy disciplines, enabling the group to offer clients business insights at every point of the consumer cycle. The group’s services are employed by over half of the Fortune Top 500 companies.  For further information, please visit us at www.kantar.com